---
title: "Watch retailers in the United Kingdom: Which are most popular?"
description: "Compare the shops and marketplaces people in the UK buy new and pre-owned watches from. Share of Search among Watchfinder & Co., Chrono24, Watches of Switzerland, First Class Watches, Goldsmiths and Jura Watches, the watch retailers Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/uk/categories/uk-watch-retailers"
publisher: "Brandwave"
---

# Watch retailers in the United Kingdom: Which are most popular?

Compare the shops and marketplaces people in the UK buy new and pre-owned watches from. Share of Search among Watchfinder & Co., Chrono24, Watches of Switzerland, First Class Watches, Goldsmiths and Jura Watches, the watch retailers Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Watch retailers
- **Market**: United Kingdom
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: Watchfinder & Co., 44.9%

## Which brand is most popular in search among watch retailers in the United Kingdom?

- In September 2026, Watchfinder & Co. was the most searched among watch retailers in the United Kingdom, with an estimated 110K branded searches, 44.9% of all searches for the six we track.
- Chrono24 is in 2nd place, 20.2 percentage points behind at 24.7%.
- Across the 12 months ending September 2026, Watchfinder & Co.’s share of searches among watch retailers in the United Kingdom decreased from 46.7% to 44.9%.
- Across the 12 months ending September 2026, Chrono24’s share of searches among watch retailers in the United Kingdom decreased from 25.7% to 24.7%.
- Across the 12 months ending September 2026, Watches of Switzerland’s share of searches among watch retailers in the United Kingdom increased from 21% to 24.7%.
- Across the 12 months ending September 2026, First Class Watches’ share of searches among watch retailers in the United Kingdom increased from 2.8% to 3.3%.
- Across the 12 months ending September 2026, Jura Watches’ share of searches among watch retailers in the United Kingdom decreased from 1.5% to 0.53%.
- Across the 12 months ending September 2026, Watchfinder & Co.’s share of searches among watch retailers in the United Kingdom peaked at 49.6% in August 2026 and was lowest at 42.1% in May 2026.
- Across the 12 months ending September 2026, Chrono24’s share of searches among watch retailers in the United Kingdom peaked at 28.3% in May 2026 and was lowest at 21.9% in December 2025.
- Across the 12 months ending September 2026, Watches of Switzerland’s share of searches among watch retailers in the United Kingdom peaked at 24.7% in September 2026 and was lowest at 20.7% in November 2025.
- Across the 12 months ending September 2026, First Class Watches’ share of searches among watch retailers in the United Kingdom peaked at 4.1% in November 2025 and was lowest at 2.8% in October 2025.
- Across the 12 months ending September 2026, Goldsmiths’ share of searches among watch retailers in the United Kingdom peaked at 2.8% in January 2026 and was lowest at 1.6% in August 2026.
- Across the 12 months ending September 2026, Jura Watches’ share of searches among watch retailers in the United Kingdom peaked at 1.8% in November 2025 and was lowest at 0.53% in September 2026.
- Across the 12 months ending September 2026, Goldsmiths held steady: its share of searches among watch retailers in the United Kingdom moved less than 0.5 percentage points.

## Top watch retailers in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Goldsmiths appeared every time. Goldsmiths was recommended most often, coming first in one out of five answers. Watchfinder & Co. was second, and Watches of Switzerland was third. Jura Watches, which ranked sixth in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Goldsmiths | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Watchfinder & Co. | 2nd | 2 of 3 | 1 of 2 | 3 of 5 |
| Watches of Switzerland | 3rd | 2 of 3 | 1 of 2 | 3 of 5 |
| First Class Watches | 4th | 1 of 3 | 0 of 2 | 1 of 5 |
| Chrono24 | 5th | 1 of 3 | 0 of 2 | 1 of 5 |
| Jura Watches | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about watch retailers

- Asked ChatGPT "What's the best place to buy a luxury watch in the UK?": 1. Watches of Switzerland, 2. Watchfinder & Co., 3. Goldsmiths
- Asked ChatGPT "Where can I safely buy a pre-owned watch in the UK?": 1. Watchfinder & Co., 2. Watches of Switzerland, 3. Goldsmiths, 4. Chrono24
- Asked ChatGPT "Which UK watch retailers have the best prices on Seiko and Tissot?": 1. First Class Watches, 2. Goldsmiths
- Searched Google, AI Overview "luxury watches": 1. Watchfinder & Co., 2. Goldsmiths
- Searched Google, AI Overview "pre owned watches": 1. Goldsmiths, 2. Watches of Switzerland

Not named in any answer: Jura Watches.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 28, 2026.

## Compare search popularity between leading brands

- [Watchfinder & Co. vs Chrono24: compare search popularity](/demand/uk/compare/chrono24-vs-watchfinder): 44.9% against 24.7% Share of Search.
- [Watchfinder & Co. vs Watches of Switzerland: compare search popularity](/demand/uk/compare/watches-of-switzerland-vs-watchfinder): 44.9% against 24.7% Share of Search.
- [Watchfinder & Co. vs First Class Watches: compare search popularity](/demand/uk/compare/first-class-watches-vs-watchfinder): 44.9% against 3.3% Share of Search.
- [Chrono24 vs Watches of Switzerland: compare search popularity](/demand/uk/compare/chrono24-vs-watches-of-switzerland): 24.7% Share of Search each.
- [Chrono24 vs First Class Watches: compare search popularity](/demand/uk/compare/chrono24-vs-first-class-watches): 24.7% against 3.3% Share of Search.
- [Watches of Switzerland vs First Class Watches: compare search popularity](/demand/uk/compare/first-class-watches-vs-watches-of-switzerland): 24.7% against 3.3% Share of Search.

## How did search popularity change for United Kingdom watch retailers in September 2026?

- In September 2026, Chrono24 gained share of searches among watch retailers in the United Kingdom, from 22.2% to 24.7%.
- In September 2026, Watches of Switzerland gained share of searches among watch retailers in the United Kingdom, from 22.2% to 24.7%.
- In September 2026, Watchfinder & Co. lost share of searches among watch retailers in the United Kingdom, from 49.6% to 44.9%.
- Estimated monthly branded searches for First Class Watches in the United Kingdom rose 22.7% over 12 measured months, from 6.6K to 8.1K in September 2026.
- Estimated monthly branded searches for Jura Watches in the United Kingdom fell 63.9% over 12 measured months, from 3.6K to 1.3K in September 2026.
- Estimated monthly branded searches for Goldsmiths in the United Kingdom fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.

## Which watch retailers do people search for most?

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Watchfinder & Co. | 44.9% | 110K | -18.5% | Watchfinder & Co. |
| 2 | Chrono24 | 24.7% | 60.5K | 0.0% | Chrono24 |
| 3 | Watches of Switzerland | 24.7% | 60.5K | 0.0% | Watches of Switzerland |
| 4 | First Class Watches | 3.3% | 8.1K | -18.2% | First Class Watches |
| 5 | Goldsmiths | 1.8% | 4.4K | 0.0% | Goldsmiths |
| 6 | Jura Watches | 0.53% | 1.3K | -31.6% | Jura Watches |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Watchfinder & Co. | 110K | 46.7% | 1 |
| Oct 2025 | Chrono24 | 60.5K | 25.7% | 2 |
| Oct 2025 | Watches of Switzerland | 49.5K | 21% | 3 |
| Oct 2025 | First Class Watches | 6.6K | 2.8% | 4 |
| Oct 2025 | Goldsmiths | 5.4K | 2.3% | 5 |
| Oct 2025 | Jura Watches | 3.6K | 1.5% | 6 |
| Nov 2025 | Watchfinder & Co. | 110K | 45.9% | 1 |
| Nov 2025 | Chrono24 | 60.5K | 25.2% | 2 |
| Nov 2025 | Watches of Switzerland | 49.5K | 20.7% | 3 |
| Nov 2025 | First Class Watches | 9.9K | 4.1% | 4 |
| Nov 2025 | Goldsmiths | 5.4K | 2.3% | 5 |
| Nov 2025 | Jura Watches | 4.4K | 1.8% | 6 |
| Dec 2025 | Watchfinder & Co. | 135K | 48.9% | 1 |
| Dec 2025 | Chrono24 | 60.5K | 21.9% | 2 |
| Dec 2025 | Watches of Switzerland | 60.5K | 21.9% | 3 |
| Dec 2025 | First Class Watches | 9.9K | 3.6% | 4 |
| Dec 2025 | Goldsmiths | 6.6K | 2.4% | 5 |
| Dec 2025 | Jura Watches | 3.6K | 1.3% | 6 |
| Jan 2026 | Watchfinder & Co. | 110K | 46.2% | 1 |
| Jan 2026 | Chrono24 | 60.5K | 25.4% | 2 |
| Jan 2026 | Watches of Switzerland | 49.5K | 20.8% | 3 |
| Jan 2026 | First Class Watches | 8.1K | 3.4% | 4 |
| Jan 2026 | Goldsmiths | 6.6K | 2.8% | 5 |
| Jan 2026 | Jura Watches | 3.6K | 1.5% | 6 |
| Feb 2026 | Watchfinder & Co. | 110K | 47% | 1 |
| Feb 2026 | Chrono24 | 60.5K | 25.9% | 2 |
| Feb 2026 | Watches of Switzerland | 49.5K | 21.2% | 3 |
| Feb 2026 | First Class Watches | 6.6K | 2.8% | 4 |
| Feb 2026 | Goldsmiths | 5.4K | 2.3% | 5 |
| Feb 2026 | Jura Watches | 1.9K | 0.81% | 6 |
| Mar 2026 | Watchfinder & Co. | 110K | 46.7% | 1 |
| Mar 2026 | Chrono24 | 60.5K | 25.7% | 2 |
| Mar 2026 | Watches of Switzerland | 49.5K | 21% | 3 |
| Mar 2026 | First Class Watches | 8.1K | 3.4% | 4 |
| Mar 2026 | Goldsmiths | 5.4K | 2.3% | 5 |
| Mar 2026 | Jura Watches | 1.9K | 0.81% | 6 |
| Apr 2026 | Watchfinder & Co. | 110K | 46.7% | 1 |
| Apr 2026 | Chrono24 | 60.5K | 25.7% | 2 |
| Apr 2026 | Watches of Switzerland | 49.5K | 21% | 3 |
| Apr 2026 | First Class Watches | 8.1K | 3.4% | 4 |
| Apr 2026 | Goldsmiths | 5.4K | 2.3% | 5 |
| Apr 2026 | Jura Watches | 1.9K | 0.81% | 6 |
| May 2026 | Watchfinder & Co. | 110K | 42.1% | 1 |
| May 2026 | Chrono24 | 74K | 28.3% | 2 |
| May 2026 | Watches of Switzerland | 60.5K | 23.1% | 3 |
| May 2026 | First Class Watches | 9.9K | 3.8% | 4 |
| May 2026 | Goldsmiths | 5.4K | 2.1% | 5 |
| May 2026 | Jura Watches | 1.6K | 0.61% | 6 |
| Jun 2026 | Watchfinder & Co. | 110K | 44.6% | 1 |
| Jun 2026 | Chrono24 | 60.5K | 24.5% | 2 |
| Jun 2026 | Watches of Switzerland | 60.5K | 24.5% | 3 |
| Jun 2026 | First Class Watches | 8.1K | 3.3% | 4 |
| Jun 2026 | Goldsmiths | 5.4K | 2.2% | 5 |
| Jun 2026 | Jura Watches | 2.4K | 0.97% | 6 |
| Jul 2026 | Watchfinder & Co. | 110K | 44.7% | 1 |
| Jul 2026 | Chrono24 | 60.5K | 24.6% | 2 |
| Jul 2026 | Watches of Switzerland | 60.5K | 24.6% | 3 |
| Jul 2026 | First Class Watches | 8.1K | 3.3% | 4 |
| Jul 2026 | Goldsmiths | 5.4K | 2.2% | 5 |
| Jul 2026 | Jura Watches | 1.6K | 0.65% | 6 |
| Aug 2026 | Watchfinder & Co. | 135K | 49.6% | 1 |
| Aug 2026 | Chrono24 | 60.5K | 22.2% | 2 |
| Aug 2026 | Watches of Switzerland | 60.5K | 22.2% | 3 |
| Aug 2026 | First Class Watches | 9.9K | 3.6% | 4 |
| Aug 2026 | Goldsmiths | 4.4K | 1.6% | 5 |
| Aug 2026 | Jura Watches | 1.9K | 0.7% | 6 |
| Sep 2026 | Watchfinder & Co. | 110K | 44.9% | 1 |
| Sep 2026 | Chrono24 | 60.5K | 24.7% | 2 |
| Sep 2026 | Watches of Switzerland | 60.5K | 24.7% | 3 |
| Sep 2026 | First Class Watches | 8.1K | 3.3% | 4 |
| Sep 2026 | Goldsmiths | 4.4K | 1.8% | 5 |
| Sep 2026 | Jura Watches | 1.3K | 0.53% | 6 |

## How are branded searches counted for watch retailers?

- **Chrono24**: Measured on the search term “chrono24”.
- **First Class Watches**: Measured on the search term “first class watches”.
- **Goldsmiths**: Measured on the search term “goldsmiths watches”.
- **Jura Watches**: Measured on the search term “jura watches”.
- **Watches of Switzerland**: Measured on the search term “watches of switzerland”.
- **Watchfinder & Co.**: Measured on the search term “watchfinder”.

- [Chrono24](/demand/uk/brands/chrono24)
- [First Class Watches](/demand/uk/brands/first-class-watches)
- [Goldsmiths](/demand/uk/brands/goldsmiths)
- [Jura Watches](/demand/uk/brands/jura-watches)
- [Watches of Switzerland](/demand/uk/brands/watches-of-switzerland)
- [Watchfinder & Co.](/demand/uk/brands/watchfinder)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among watch retailers in the United Kingdom?

In September 2026, Watchfinder & Co. was the most searched among watch retailers in the United Kingdom, with an estimated 110K branded searches, 44.9% of all searches for the six we track.

## Cite this page

Brandwave. "Watch retailers in the United Kingdom: Which are most popular?". https://gobrandwave.com/demand/uk/categories/uk-watch-retailers

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-watch-retailers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.